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For the 2016/17 winter season, Switzerland Tourism ST approached Swiss snow lovers when they weren’t busy: over their lunch break during the week. In collaboration with strategic partners Coop and the SV Group, ST had a presence in a total of 185 staff and self-service restaurants, where it advertised Swiss winter magic. Over 120,000 brochures filled with inspiration and travel ideas in Switzerland were distributed. 27,545 diners took part in the competition.